Macleay’s advertising students recently found themselves in the offices of M&C Saatchi with their group innovation director Ben Cooper. Ben described his role as “the team who, in addition to offering an advertising solution, offer clients innovation responses”. He also mentioned that “innovation is an ever-evolving cycle that can grow businesses by developing new areas of activity that stem from, be adjacent to, or even be transformational from their core business” and hence provide new and sometimes unexpected revenue streams.
Innovation is about breaking the rules of existing models to create new relationships with people. Ben described M&C’s most recent innovation project “Clever Buoy”, a shark detection and warning device, which uses Optus’ telecommunications technology to create a more humane method to keep our beaches and our sharks safe. This is done by identifying sharks’ fin and tail movements and then relaying this information to a satellite, which then sends a warning to the nearest Lifeguard hut who can warn beach-goers hat a shark is nearby the moment it happens. As Australia has the highest number of shark attacks, it is good to see it tackling the problem with a clever new piece of technology. And all of this is part of the brand development activity for the commercial telecommunications company OPTUS, which extends far beyond it’s core areas of business, but can also create new sources of revenue.
Ben Cooper taught me a lot in a mere hour, but the 2 things he said that really stick in my mind are:
“You can’t change the world all at once, but if you help one person, he will tell his story to another.”
“Admit when you are short on knowledge, so be proactive and get help to fill in the gaps.”
Thank you Ben Cooper for a fun and interesting time at M&C Saatchi.
Advertising student, Aleksander Antonijevic
As the second installment of Macleay’s AdSpeaks 2014 series, SBS Group Marketing Director Katherine Raskob spoke to the students on what changes are occurring in the TV sector of the broad media industry.
Macleay Advertising students had the privilege of hearing Katherine Raskob, Group Marketing Director from SBS, speak about the change from broad reach marketing to the focus on niche markets within the broadcasting sector. Katherine spoke passionately about how television has evolved and how SBS, the nation’s leading multi-cultural broadcaster is positioning itself at the forefront of digital multi-platform marketing. Katherine spoke on SBS’ approach to allow viewers to enjoy their broadcast content when and where they want.
This includes watching whole seasons of shows in one or more sittings on a variety of platforms – and of course monitoring the impact this will have for advertisers. She also mentioned how SBS is partnering with other stations in a revolutionary new way to make viewing and using television more user friendly and interactive than ever. Allowing viewers to not only watch TV, but if they fall for for a pair of killer heels their favourite soap star is wearing, they can then comment, buy, share.
Macleay Advertising Student, Chris Greene.
Macleay’s Advertising students recently had the chance to listen to guest speaker, Glen Fraser, a highly successful industry stalwart – speaking about the future of the advertising agency. With his knowledge and experience of working within the Advertising industry, he discussed with us the broadening of definitions of ad agencies and whether we still need them.
He presented the arguments as to why and why not agencies will still be necessary in the future, but concluded clearly; that the agency must always be able to satisfy the needs and values of the client, and when it cannot fulfill this value then they will fail.
He also summarised by stating that creativity in advertising has and always will remain the essential service to clients, and that integration and collaboration of multiple agencies will – in time – triumph over silos.
He reassured everyone that whether we chose to be advertising’s thinkers or doers, agencies will always be needed in the future, even if titles under another name. As a current advertising student, this was certainly comforting. Phew!
Robyn Lear, Advertising student
Check out the line-up of industry speakers coming to Macleay Advertising in T1 2014.
Click on the link below or any of the photos for more infos.